Gender, identity and advertising: blog task
Gauntlett provides different examples of the decline of tradition in his analysis of media, Gender and identity. Gauntlet states that The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons.
Gauntlett suggests the media influences the way we construct our own identities because the media provides us with tools to shape our identity.
Gauntlett suggests that, in regards to generational differences, people born in this generation are more tolerant of homosexuality compared to people born in the first half of the twenty-first century. This is understandable as homosexual couples and same-sex marriages are being represented more frequently in media nowadays.
Gauntlett suggests that masculinity is not in crisis and that it is just changing. he also states that masculinity is just all socially constructed.
Advertising still reinforces the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett has discussed. This depiction of males is still seen to be circulated in mainstream and popular media. Men are still seen to be sexualised and portrayed to be dominant in order to attract the attention of the audiences.
Advertising has changed its approach to how they depict men and women. In most adverts, the ideology of girl power is being shown. An example of this is many dove adverts. however, the sexualisation of women is still seen in some mainstream media.
I agree with the statement that younger generations are not threatened by traditional gender roles and are comfortable with social change. Younger generations are more exposed to new lifestyles through media, which makes them, considerably, more open-minded compared to people from older generations who are seen as conservative and traditional.
Gauntlettprovides examples of changing nature of gender in society, these consist of:
Advertising is a good example of 'Contradictory elements' that was discussed by the gauntlet. Modern media challenges certain stereotypes and gender roles through advertising. Women empowerment is often seen in some adverts which is very beneficial for progressing the feminist movement. However, advertising is also seen to reinforce stereotypes and gender roles by sexualising both men and women.
Ultimately, I believe that the media certainly reinforces changing attitudes towards gender and sexuality. In recent years, the mindset of people towards different sexualities and genders have become more positive and accepting. This has been illustrated through modern media as we see many media products that represent different sexualities and genders.
Gauntlett provides different examples of the decline of tradition in his analysis of media, Gender and identity. Gauntlet states that The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons.
Gauntlett suggests the media influences the way we construct our own identities because the media provides us with tools to shape our identity.
Gauntlett suggests that, in regards to generational differences, people born in this generation are more tolerant of homosexuality compared to people born in the first half of the twenty-first century. This is understandable as homosexual couples and same-sex marriages are being represented more frequently in media nowadays.
Gauntlett suggests that masculinity is not in crisis and that it is just changing. he also states that masculinity is just all socially constructed.
Advertising still reinforces the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett has discussed. This depiction of males is still seen to be circulated in mainstream and popular media. Men are still seen to be sexualised and portrayed to be dominant in order to attract the attention of the audiences.
Advertising has changed its approach to how they depict men and women. In most adverts, the ideology of girl power is being shown. An example of this is many dove adverts. however, the sexualisation of women is still seen in some mainstream media.
I agree with the statement that younger generations are not threatened by traditional gender roles and are comfortable with social change. Younger generations are more exposed to new lifestyles through media, which makes them, considerably, more open-minded compared to people from older generations who are seen as conservative and traditional.
Gauntlettprovides examples of changing nature of gender in society, these consist of:
- Impulse deodorant
- CK one fragrance
- Kronenbourg lager
Advertising is a good example of 'Contradictory elements' that was discussed by the gauntlet. Modern media challenges certain stereotypes and gender roles through advertising. Women empowerment is often seen in some adverts which is very beneficial for progressing the feminist movement. However, advertising is also seen to reinforce stereotypes and gender roles by sexualising both men and women.
Ultimately, I believe that the media certainly reinforces changing attitudes towards gender and sexuality. In recent years, the mindset of people towards different sexualities and genders have become more positive and accepting. This has been illustrated through modern media as we see many media products that represent different sexualities and genders.
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